What do you do when your product has outgrown its name, and is going through crazy changes? That’s the dilemma Mailchimp faced as the platform expanded beyond email to include Google and Facebook ads, landing pages, physical postcards and more.
Newly hired as Mailchimp’s Director of Marketing and Brand Design, Brandy Porter joined Mailchimp as the company was initiating a full redesign of both the Mailchimp brand and its digital experiences. Seeking to understand what made Mailchimp “Mailchimpy,” Brandy and her team pored over data and user interviews, producing user flows, personas and key suggestions to ensure nothing was lost in the redesign.
Fast forward to September 26, 2018, and the new brand went live to rave reviews. The culmination of months of work from the internal design team, partner agencies and a dozen different artists paid tribute to Mailchimp’s past while giving the brand plenty of space to grow. Hear the story behind the redesign, what’s new with Freddie and what Brandy would do differently if she had to do it all over again.

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